Do you have an effective "message house" template that works to get internal buy-in and alignment on messaging?

I need to unpack this in therapy but for some not-yet-fully-explored reason, I hate messaging houses and marchitecture like that. Perhaps it feels like it's forcing structure. Perhaps it feels too permanent and untouchable (because it's housed??). Not sure. But I do concede that they can be useful and are helpful for many, many people.

So, for me, if I'm trying to get internal buy-in on messaging, I try to keep it as simple, concise, and as contextual as possible.

• Target audience,

• value prop,

• 3 benefit or RTB pillars,

• and corresponding proof points (like a product or feature).

Then, I take that and set it in context to provide positioning guidance and build a larger, more interesting narrative.

• What's happening out there in the market and why are we talking about this? What's the challenge our audience is facing in this market?

• Then insert our claim we just worked on.

• Include validation (customer quotes, product metrics, analyst reports, etc.).

• And articulate your CTA - inspire your audience and give them a call to arms.